Search Results (79)

This study explores entertainment consumption patterns in Romania, a transitional digital culture characterized by high digital connectivity but underdeveloped physical infrastructure. Employing a dual qualitative coding methodology, this research combines inductive analysis of consumer focus groups with deductive analysis of expert interviews, enabling a multi-layered interpretation of both overt behaviors and latent emotional drivers. Seven key thematic dimensions, motivational depth, perceived barriers, emotional needs, clarity of preferences, future behavioral intentions, social connection, and identity construction, were analyzed and compared using a Likert-based scoring framework, supported by a radar chart and comparison matrix. Findings reveal both convergence and divergence between consumer and expert perspectives. While consumers emphasize immediate experiences and logistical constraints, experts uncover deeper emotional motivators such as validation, mentorship, and identity formation. This behavioral–emotional gap suggests that, although digital entertainment dominates due to accessibility, it often lacks the emotional richness associated with physical formats, which are preferred but less accessible. This study underscores the importance of triangulated qualitative inquiry in revealing not only stated preferences but also unconscious psychological needs. It offers actionable insights for designing emotionally intelligent and culturally responsive entertainment strategies in digitally saturated yet infrastructure-limited environments. Full article

The logistics industry faces challenges from evolving consumer expectations, technological advances, sustainability demands, and market disruptions. Logistics collaboration is in theory perceived as one of the most promising solutions to solve these issues, but here are still a lot of challenges that needs to be better understood and addressed. While vertical collaboration among supply chain actors is well advanced, horizontal collaboration among competing service providers remains under-explored. This study developed a novel methodology based on the COM-B behaviour-change framework to better understand the main challenges, opportunities, capabilities and drivers that would motivate competing companies to exploit the potential of horizontal logistics collaboration. A survey was designed and conducted among 71 logistics service providers in Slovenia, chosen for its fragmented market and low willingness to collaborate. Statistical analysis reveals cost reduction (M = 4.21/5) and improved vehicle utilization (M = 4.29/5) as the primary motivators. On the other hand, maintaining company reputation (M = 4.64/5), fair resource sharing (M = 4.20/5), and transparency of logistics processes (M = 4.17/5) all persist as key enabling conditions. These findings underscore the pivotal role of behavioural drivers and suggest strategies that combine economic incentives with targeted trust-building measures. Future research should employ experimental designs in diverse national contexts and integrate vertical–horizontal approaches to validate causal pathways and advance theory. Full article

To enhance the performance of online food delivery (OFD) services, it is essential to strengthen consumers’ intentions to use OFD apps, which are the core interface of this business. Accordingly, this study aims to identify the cognitive mechanisms that shape consumers’ intentions to use OFD apps and explore strategies to encourage their adoption. To achieve this, the study develops a research model that incorporates segmented dimensions of service convenience as key motivational factors, along with variables from the Technology Acceptance Model (TAM). A survey was conducted among OFD consumers in China, and the proposed research model was empirically tested using data from 478 valid responses. The analysis revealed that all six dimensions of service convenience serve as significant motivational drivers of OFD app usage. Furthermore, the study demonstrates that consumers’ coupon proneness and user-generated online reviews have significant moderating effects that reinforce the mechanism by which consumers adopt and use OFD apps. The findings and implications discussed in this study are expected to provide valuable insights and practical guidance for formulating effective strategies to promote more active consumer engagement with OFD apps in the future. Full article

Cyanobacteria (also called blue-green algae)-based dietary supplements are commonplace, but cyanobacteria-enhanced foods, such as spirulina crackers, are just appearing on New Zealand supermarket shelves. While much research has been devoted to consumer attitudes towards macro-algae-based products, little research has been devoted to micro-algae-based or cyanobacteria-enhanced consumer products. The current study, following the Capability–Opportunity–Motivation to Behaviour theory, examines likely consumer drivers of favouring or disfavouring spirulina crackers. These drivers include food neophilia, food neophobia, perception of sustainability and health-related product attributes, involvement with algae and an exploratory driver, snacking behaviour. Fully supported drivers (related to increased favour and decreased disfavour) included food neophilia and perception of sustainability and health-related product attributes. Algae involvement was only related to increased favour, and food neophobia was not supported. Surprisingly, snacking behaviour was related to increased disfavour of spirulina crackers. Both theoretical and managerial implications are offered. Full article

Background: This review explores the influence of eco-anxiety on sustainable consumption, with a specific focus on the urban context. While the literature on green consumerism continues to expand, the role of emotional and psychological factors, especially eco-anxiety, in shaping sustainable consumption decisions remains underexplored. Most existing studies emphasize cognitive, social, or contextual drivers, often overlooking affective dimensions that may significantly influence consumer behavior. Addressing this gap, the review examines how emotional responses to climate change, such as eco-anxiety, inform and potentially motivate eco-friendly consumption patterns. Understanding these affective pathways offers valuable insights on how individuals and urban communities can effectively adapt to climate change and establish a sustainable consumption culture. Methods: A systematic literature search was conducted in Scopus and Web of Sciences databases, following a predefined keyword strategy, resulting in 56 initial records. We further implemented a supplementary search of gray literature on Google Scholar to search for additional reports. The full-text screening process identified 12 eligible studies based on the following inclusion criteria: quantitative or mixed-methods studies focusing on adult and young adult individuals, including both measures of eco-anxiety and green consumption and assessing their direct or indirect relationship. Results: Findings suggest that eco-anxiety functions as a cognitive–affective motivator for sustainable consumer choices; however, the strength and direction of this influence appear contingent on moderating emotional and psychological variables and cross-cultural and demographic moderators. Discussion: This review highlights the need for urban-focused intervention tailored communication, marketing, and business strategies that address the emotional dimensions of climate change. Policymakers and businesses are encouraged to consider affective drivers as eco-anxiety to promote sustainable consumption stewardship within urban communities. By addressing these psychological responses, urban societies can become more resilient and proactive in confronting climate change challenges. Full article

This study investigates consumer satisfaction in e-learning services by addressing a specific gap in the literature: the limited integration of sustainability principles and behavioral modeling in understanding satisfaction drivers in online education. While existing studies have explored engagement and usability, few have considered how sustainability-related factors influence satisfaction in digital learning environments. Based on a conceptual model involving system quality, service quality, motivation, and cognitive engagement, we applied structural equation modeling (WarpPLS) to a sample of 312 university students from Romania, using mainstream learning management systems (LMS). Data were collected from students at the Bucharest University of Economic Studies using a convenience sampling method. The results show that service quality and cognitive engagement are the strongest predictors of satisfaction. This study offers practical recommendations for improving sustainable digital marketing strategies in e-learning, such as enhancing support services and aligning platform features with eco-conscious consumer expectations. Full article

To develop interventions and policies to promote healthy and sustainable diets during times of crisis, it is important to understand how populations respond to such situations based on real-life examples. Using the recent COVID-19 pandemic as a case study to identify risk and protective factors for such situations, we implemented the first longitudinal mixed-methods approach of this topic to date. Data were collected from a sample of UK parents (stratified for gender and socioeconomic status) through two surveys and a set of focus groups during the pandemic. The focus groups identified multifaceted drivers of change linked to capability (e.g., shielding), opportunity (e.g., time, food access and availability), and motivation (e.g., reflective motivation, stress and mental health challenges) barriers. High levels of COVID-19 stress were linked with less healthy and sustainable diets in the survey results, while higher social cohesion, reflective motivation to consume healthy foods, and positive coping scores were protective, and linked to healthier and more sustainable diets. A range of coping strategies were identified, including home cooking and meal planning, which could provide a basis for future intervention development to reduce stress, maintain wellbeing, and improve dietary outcomes in future crisis situations. Full article

In the evolving digital marketplace, consumer behaviour is increasingly shaped by green marketing strategies, particularly in the context of sustainable consumption. This study aims to examine the mechanisms through which green content marketing and green affiliate marketing influence green variety-seeking shopping behaviours, with particular attention to the role of green shopping motives and the effectiveness of marketing strategies. As traditional retail methods face limitations, digital marketing channels provide new avenues to engage consumers through personalized and dynamic content. Using the Theory–Context–Characteristics–Methodology (TCCM) framework, this research systematically examines the existing literature to identify key theories, contexts, characteristics, and methodologies relevant to variety-seeking behaviours towards green products. The study explores the psychological and behavioural drivers behind shopping choices, offering insights into why consumers exhibit variety-seeking behaviour when purchasing green products. The results indicate that effective green content and affiliate marketing drive variety-seeking behaviour in green shopping, with consumer motives serving as a key mediating factor. The conceptual model developed in this study provides a structured understanding of how modern marketing strategies shape consumer preferences and engagement with green products. This study offers a future research agenda and practical implications for marketers and retailers. By understanding these influences, businesses can refine their marketing strategies to strengthen green shopping motives, encourage sustainable consumption over traditional consumption, and adapt to the dynamic retail landscape. Full article

Managed competition is a key driver in healthcare systems in countries like Germany, Switzerland, and The Netherlands. Trust in health insurers is vital but currently low in The Netherlands. This may be due to perceptions regarding profit motives, negative experiences, media coverage, and a lack of understanding of insurers’ roles. This study explores how enrollees perceive health insurers and how the aforementioned factors contribute to these perceptions. Semi-structured interviews were conducted with 17 participants from the Nivel Dutch Health Care Consumer Panel in March and April 2023. Data were analysed using Braun and Clarke’s six-step method for inductive thematic analysis. Participants generally view health insurers positively in terms of managing finances and ensuring care accessibility. However, some perceive insurers as profit-driven and prioritising cost reduction over individual needs, leading to dissatisfaction. Negative experiences and media coverage also shape these perceptions. Participants believe that insurers should ensure care accessibility and quality, distribute costs fairly, provide guidance, and prioritise preventive measures. To foster trust, insurers should communicate their non-profit status and use of benefits, increase transparency in purchasing decisions, and maintain clear communication about payment obligations. Enhancing communication about their contributions to healthcare and raising awareness of their broader roles may also help build trust. Full article

Addressing the pressing global challenge of environmental sustainability, this study investigates novel pathways through which egoistic motivations—specifically personal health benefits, economic advantages, and perceived social status—influence green purchasing behavior among Chinese consumers. Employing an integrated approach that combines the theory of planned behavior (TPB) and self-identity theory (SIT), the research analyzes data from 361 Chinese consumers using advanced statistical techniques, including structural equation modeling (SEM). The findings reveal unique insights: personal health benefits and economic advantages emerge as significant drivers of green purchasing behavior, while perceived social status exerts an indirect effect through symbolic benefits. This study breaks new ground by demonstrating the dual mediating role of symbolic and functional benefits in linking egoistic motivations to green purchasing behavior. The results underscore the importance of developing marketing strategies that highlight personal health and economic savings, complemented by symbolic benefits, to effectively promote green products. Policymakers are encouraged to incorporate these nuanced motivations when designing incentives and regulations to enhance sustainable consumption practices. Full article

Food waste is a critical issue, with significant implications for global sustainability and the achievement of SDG 12.3, which aims to halve per capita food waste by 2030. This study explores consumer attitudes and behavioural intentions toward food waste reduction in food services in Slovenia, focusing on their willingness to support measures such as taking leftovers home, pre-ordering meals, and reducing portion sizes. Using an online survey with 802 respondents, we examined the behavioural drivers within the Motivation–Opportunity–Ability MOA framework and demographic predictors. The results from the regression analysis revealed that motivation significantly influenced both the likelihood of taking leftovers home and the acceptance of pre-ordering, though in opposite directions. Ability was a significant factor in pre-ordering acceptance, while perceived portion size importance negatively impacted acceptance of portion reduction. While meal quality and portion sizes remain the main causes of plate waste, ethical and environmental concerns were found to be the strongest drivers of consumers’ behaviour to reduce food waste. Support for interventions increased when convenience or financial incentives were offered. These findings highlight the need for targeted strategies that balance sustainability goals with consumer preferences and provide actionable recommendations for food service providers to reduce food waste effectively while aligning with consumer expectations. Full article

The increasing avoidance of international fast-food chains is a widespread phenomenon influenced by economic, social, and political factors. This study examines the risks and implications of restaurant boycotts, focusing on their role in social justice movements and economic shifts. The authors employed the qualitative approach; using an exploratory case study and a critical discourse analysis, we investigated consumer motivations for avoidance, the financial and reputational risks businesses face, and how corporate responses shape brand perception. By integrating political consumerism and social justice theory, we provide a comprehensive framework for understanding the psychological, ethical, and economic drivers of boycotts. The findings highlight that boycott behavior significantly impacted declining sales and profits for McDonald’s and Starbucks and forced the closure of outlets, as well as leading to the loss of consumer trust and long-term brand loyalty. Thus, it forced companies to create strategies for protecting their reputation. Consumer activism, which draws from social justice and ethical consumerism, demonstrates its capability to affect corporate policy choices and business practices in sensitive political situations to fight injustices. This research offers valuable insights for business leaders navigating consumer activism, emphasizing the need for proactive corporate responsibility strategies to mitigate the risks of reputational damage and declining consumer trust. Full article

The transition to plant-based diets is advocated as a consumption measure to mitigate the environmental impacts of animal-based food production. Understanding the drivers and barriers to consumption can guide the formulation of tailored strategies for advancing plant-based alternatives in markets. This study investigated the principal drivers and barriers influencing the adoption of plant-based cheese alternatives among Danish consumers (n = 550) through an online survey. Participants were clustered based on the sensory (flavor and texture) cues using Agglomerative Hierarchical Clustering, resulting in four consumer groups: (C1) consumers who prefer plant-based cheese alternatives to closely mimic both the flavor and texture of dairy cheese (n = 172); (C2) Consumers who prefer dairy-like flavor but are open to plant-based textures (n = 141); (C3) Consumers who prefer dairy-like texture but are open to novel flavor (n = 146); and (C4) Consumers who seek variety and novelty in both flavor and texture (n = 91). The results showed that consumer preferences for flavor and texture cues are important factors in shaping their motivations and barriers toward plant-based cheese. Specifically, product availability emerged as a significant barrier for those preferring dairy-like alternatives, while sensory perception and convenience were less influential for consumers who favor novelty. Notably, the consumer clusters did not show significant statistical differences in dietary pattern types, such as omnivores, flexitarians, vegetarians, or vegans. Understanding these dynamics is essential for developing effective strategies to promote plant-based cheese alternatives and cater to varying consumer needs. Full article

Edible insects constitute a healthy food source providing a sustainable alternative to traditional animal protein. The present study explored consumers’ perceptions and attitudes toward insect consumption, and defined the main motivational factors influencing public awareness and acceptance toward entomophagy. Using a qualitative research design, individual-level data were selected from a sample of 70 consumers in Greece via semi-structured personal in-depth interviews. The Grounded Theory framework was adopted to develop awareness, perception and acceptance drivers. Although the participants were knowledgeable about the usage of insects as food, the great majority demonstrated abhorrence toward entomophagy, describing feelings of disgust and repulsion. Furthermore, the respondents seemed to be reluctant towards the distribution and availability of edible insects and insect-based food options in consumer markets, whereas food safety concerns were strong as many consumers seemed to question the relevant preparation regulations. A lack of information and cultural influences were found to restrict consumers’ acceptance of entomophagy, whereas health and food safety concerns comprised an inhibiting factor in incorporating edible insects in Greek cuisine. This study emphasized the need for a holistic information plan, which will help both food businesses and consumers understand the vital role of edible insects in modern food environments. Full article

This study investigates the effects of the mediations of economic utility and moderation of perceived risk on supply chain performance as determined by the organization factors (innovation, organizational culture, and employee motivation) in the Egyptian Fast-Moving Consumer Goods (FMCG) Industry. Although previous research has identified an excess of factors affecting supply chain performance, limited were the studies trying to establish relationships among those factors, especially in emerging economies. Thus, a quantitative approach was adopted, using a structured questionnaire, which was distributed to 382 FMCG supply chain professionals in Egypt. Data were analyzed using structural equation modeling (SEM) to test relations between the hypothesized variables. The results provide evidence that innovation and employee motivation have a positive impact on supply chain performance; organizational culture, however, has no significant impact. Economic utility partially mediates this relationship, of which time utility is by far the strongest mediator. Furthermore, perceived risk moderates the effects of innovation and organizational culture on supply chain performance, thus creating a necessity for risk management. Such information will benefit supply chain managers through considering organizational agility, time-efficient utility drivers, and risk reduction strategies. This research adds to the literature by providing a broad framework integrating organizational factors, economic utility, and perceived risk within supply chain performance systems in developing markets. Full article